Google Analytics adds AI-powered benchmarking, insights

Image credit: Search Engine Journal

Google announced new artificial intelligence-powered features for its advertising and analytics platforms globally, including a benchmarking tool in Google Analytics that compares campaign performance against similar businesses.

The updates, part of the Ask Advisor tool introduced at Google Marketing Live in May, aim to provide businesses with more personalized insights and performance comparisons to enhance their digital marketing strategies.

The new Ask Advisor feature, currently in beta for English-language accounts, allows users to inquire about their campaign performance using natural language, according to Josh Moser, senior director of product management at Google.

This benchmarking functionality within Ask Advisor provides anonymized median data, along with 25th and 75th percentiles, from a peer group defined by industry category, URLs and app attributes.

Google Analytics also will incorporate “AI Overviews,” which summarize changes in performance since a user’s last login, and offers opt-in notifications for significant shifts, Google reported.

Separately, Google Ads is receiving personalized insights cards designed to offer tailored recommendations and a new Dashboards feature. The Dashboards tool, also in beta for English-language accounts, enables users to generate custom charts from text prompts.

Google stated that these enhancements reflect its ongoing investment in artificial intelligence to deliver more actionable data and streamline campaign management for advertisers and marketers worldwide.

Source: Search Engine Journal